FMCG companies rethink sales strategies as retail channels evolve
The focus comes as general trade recovers, while e-commerce, quick commerce and modern retail reshape the way consumers shop
Growth in FMCG sales is challenging companies to rethink their sales strategies as consumer purchasing patterns diversify across general trade, e-commerce and other channels. Tata Consumer Products is implementing AI tools to enhance salespeople's performance at individual and SKU levels. This includes AI sales companions and voice agents to reach out to retailers in the absence of field representatives.
Sunil D’Souza, MD and CEO, aims to extend this system to the entire sales force by December. Britannia Industries is treating e-commerce as a separate business unit and is investing in dedicated teams and products tailored for this channel, with e-commerce now accounting for 7% of its sales. Godrej Consumer Products (GCPL) is correcting trade inventories to boost sales team focus on consumer demand and improve productivity, though this inventory correction resulted in a 150-basis point impact on the company's growth in the second quarter of FY27.
These efforts signal a broader transformation in FMCG distribution, with companies prioritizing order conversion, inventory management and execution across various retail formats.
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